Brain study finds shorter commercials can be more effective

Advertisers mulling upon the duration of their latest commercials may find truth in the less is more maxim if the latest research from NeuroFocus is to be believed.

The Nielsen owned research team found that a standard 30 second ad could be slashed by as much as half whilst still retaining the same impact and persuasive power as its unedited original – occasionally even proving to be more effective.

NeuroFocus arrived at their findings after applying a technique known as ‘neuro-compression’ that entailed monitoring consumer’s brain waves whilst they viewed a series of clips.

It is believed that 99% of all thinking and decision making processes are conducted at a sub conscious level, meaning researchers had to scan the brain directly for clues rather than simply ask participants what they thought.

This saw them measure attention, emotion and memory in volunteers whilst they watched telly, identifying scenes and ads which induced the greatest reaction.

Dr. A.K. Pradeep, head of NeuroFocus, said: “Our brains are so smart, they retain the key pieces of logic, the key pieces of the flow. If you threw out all the fillers … and got to the core, it’s a lot more effective.”

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John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.